Look into an application layering/delivery tool like VMware own App Volumes (Are you already licensed for this?) or Liquidware FlexApp. For your size the cost might not make sense and you would be better off just having multiple images.
With User Environment tooling, for example VMware UEM, you can create Start Menu shortcuts based on Conditions.
A condition can be a member of a certain AD group, for example.
With VMware UEM you can also block access to certain executables and folders.
This way users cannot browse to the location and start the application manually.